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Conceptual‐Design is an early development phase, where innovation and creativeness shape the future system/product. Model‐Based‐Conceptual‐Design (MBCD) attempts to use best‐practices of Model‐Based‐Systems‐Engineering (MBSE) to gain the envisioned benefits of model connectivity. Using MBSE supporting tools can transform Conceptual‐Design into a digital‐engineered process but may impede creativity and innovation. Concurrently, the design domain offers specific methods and tools for innovative Conceptual‐Design. In the current study, we explore an existing Conceptual‐Design framework and offer MBSE interpretation and tools extensions needed for its digital implementation. Through such exploration we highlight MBCD specific insights and discuss modeling‐innovation interrelations. The implementation was accomplished using a domain‐specific enabling software package on top of a market‐accepted UML/SysML platform, extending the language definitions, where appropriate. The framework guided extensions allow generation of innovative bottom‐up alternatives, solution integration, and solutions' comparison. The use of modeling is shown to offer clearer process definition, specific methods assistance, and alternative ranking—both manually and automatically. Consequently, MBCD is accomplished, which supports innovation, while being digitally connected to full‐scale‐development models and the organizational assets at large. Through integration into the orderly Systems‐Engineering process, traceability is maintained, and repeated iterations are supported, where conceptual decisions may be revisited. Additionally, through the introduction of an assets' catalog, cross‐organizational knowledge sharing is accomplished. The paper presents samples of the extensions, using a simplified example of technology design for Future Firefighting. The value of incorporating Conceptual‐Design specific methodology and tools is evaluated through feedback from multiple domain experts. Discussion and future research directions are offered. [ABSTRACT FROM AUTHOR]